P&G To Sponsor Casting Call For Beauty Competition

Procter & Gamble is turning to Oxygen's "Mo'Nique's F.A.T. Chance" as a venue to reach an African-African target. The packaged-goods giant will promote its Pantene and Covergirl brands in a multilayered deal that includes a grassroots event-marketing aspect: sponsorship of casting calls for the beauty competition.

P&G will offer a "beauty lounge" with ample exposure for the brands via samples and tips from experts at three casting call sites this month, including Los Angeles and Chicago. Once the show--billed as "television's only full-figured beauty competition"--premieres in July, P&G will weave Pantene products into special vignettes used partly as on-air promos. There will also be a large online presence with banner and pre-roll ads. Financial terms were not disclosed.

"We're excited to be able to connect Procter & Gamble's brands with Mo'Nique's passionate, loyal and highly involved audience: on-air, online and as part of the casting tour," says Mary Jeanne Cavanagh, senior vice president/ad sales at Oxygen. "Our goal is to make these women feel like celebrities at the casting calls. We know these brand experience lounges will do just that."

"Mo'Nique's" is moving into its third season this summer. Seven-year-old Oxygen, which struggled at first, is in 71 million homes.

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